Make it simple, no simpler.
The whole purpose of communicating to our audience is because we want them to do something. We want them to vote for us, subscribe to our e-newsletter or blog, buy our product, donate, etc. There is an action that we want them to take.
First you have to make it clear on what is it you want them to do. Have your call to action right there, visible, clear, and easy to find. And make it easy for them to actually do it.
Starbucks recently moved their rewards program to an app that allows you to pay with your phone, see the balance on your card, reload the card, see your transactions, receive and track your rewards and provide your preferences of drinks.
It’s all there at your fingertips and you don’t need to carry any card on your wallet or ask for the balance. The rewards don’t come in the mail or in an email, which means you don’t have to remember to bring the reward coupon with you, print anything or try to find a specific email that needs to be scanned in order for you to get your reward. It’s easy. It’s dead easy!
Making it easy and convenient also makes it a lot more likely that your audience will actually engage with you and take the actions you want them to.
Don’t make people work hard to engage with you. If you have two different types of newsletters don’t make me enter my information and hit submit twice. Instead have check boxes of all e-newsletters that I want to receive.
Don’t make me print out a form or call you to make a donation, have an online donation system on your site.
Whatever it is you want your audience to do, think on how you can make it easier for them, really simple.
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